We have grown used to exaggerated ad pitches from desperate salespeople, but now the web is beset by fake news, gathering click-throughs from intrigued viewers. Research from Rakuten shows us that brands that advertise on websites carrying fake content are suffering; their reputations tarnished. Can we save the web in this ‘era of untruth’?
Marketers aim to understand all potential customers’ needs, desires and behaviours in order to give them personalised access to their services and goods. So why do they shy away from segmenting minority populations according to ethnic groups, culture and background? Prof Richard Webber says that by ignoring those differences – albeit with noble and non-racist intent – marketers are actually depriving those potential consumers of the benefits of customer experience personalisation.
Data analysis and careful research will lead to better audience profiling – knowing your customers and thus aiming more clearly at your target market through individualisation and personalisation. Understand the 4 key marketing disciplines to define your audience and get a better return on ROI:
Data analytics can help identify the right contacts in the right accounts – but newer forms of predictive analytics, combined with sales and marketing data, can help gain an even deeper understanding, enabling companies to identify those who are in the market to buy. Engagement science transforms a one-size-fits-all sales cycle to an individualised approach that will develop sustainable relationships with customers.
With the 2017 Drone Racing World Championship taking place last week in London’s Alexandra Palace, here are guidance and tips for marketers and start-ups facing challenges when trying to break into new markets.
Five weeks on an adventurous family road trip in New Zealand gave Shaughn McGurk the chance to view branding from a distance. Here are his reflections on how much big brands can learn from Kiwi branding examples.
These marketing funnel acronyms help break up the complexities of a marketing campaign into manageable and memorable stages. This case study information shows how it all works:
From basic targeting to more refined insight gathering and knowledge sharing, how can agencies provide their clients with an advanced data strategy? A new, global report shows how media agencies are making the most of the capabilities of their DMPs – data management platforms – and highlights regional variations.
Fake news, fake publishers, fake ads. There’s a lot of ‘fake’ about . . . but it’s nothing new in the world of commerce and particularly digital commerce. What can brands do to prevent ad fraud? Here are five simple tips on how to keep well ahead of those fraudsters who seek to profit from your loss:
It’s been in the making for more than four years and is coming into force in less than 12 months’ time: GDPR (General Data Protection Regulation) represents the largest change in data protection and privacy rules in more than 20 years. May 25, 2018 is D-Day for the new GDPR regulation, which is designed to harmonise data privacy and protection laws across Europe. Any business that handles, markets to, tracks or creates profiles of EU citizens must comply with the new regulations. Richard Dennys discusses how affiliate marketers and businesses that utilise affiliate marketing can prepare for the GDPR and ensure their websites are compliant.